Brainrot, AI, and the Power of Real: Why Genuine Experiences Are the Future of Marketing in 2025
In 2024, brands went all-in on what some call brainrot content. You’ve seen it: chaotic, surreal memes that feel like a copy of a copy of something vaguely funny. Nutter Butter’s unsettling 3D cookie renderings? Viral. TikTok brands recycling the same punchlines? Omnipresent. Sure, it got clicks, comments, and shares. But here’s the real question: did it build loyalty?
The numbers suggest otherwise. A 2024 Hootsuite report highlighted that 59% of people think there is too much brand advertising on social media, and 52% are exhausted by self-promotional brand content, indicating that mere engagement doesn’t equate to genuine connection.
Why? Because quick dopamine hits don’t create lasting connections. The rise of AI-generated content has made this problem worse, filling feeds with posts that might make you laugh but are easy to forget.
It’s 2025 now, and the backlash is here. Consumers are tuning out the noise and seeking something real—something you can feel, touch, and remember. IRL experiences, long taken for granted, are suddenly cultural status symbols. They’re intimate, meaningful, and, most importantly, authentic. They’re everything brainrot content isn’t.
A World Overwhelmed by AI and Algorithms
Let’s be honest: the internet has become exhausting. Algorithms churn out content that’s optimized for clicks, not quality. AI tools like ChatGPT can write captions, scripts, and even entire campaigns in seconds. The result? Digital spaces are flooded with content that all looks and feels the same. Adobe’s 2024 Digital Trends Report revealed that only 26% of customers described their digital experience with a brand they have an existing relationship with as “excellent,” underscoring the need for more personalized and meaningful interactions.
It’s not just individuals who are tired; brands are struggling, too. Fighting for attention in oversaturated feeds is expensive, and fleeting virality rarely translates into long-term success. This is why companies are pivoting to something that algorithms can’t replicate: real-world experiences.
IRL Is the New Status Symbol
When was the last time you attended an event or visited a space that felt special? For a lot of people, these moments have become rare, which is exactly why they’ve become so valuable. Whether it’s a Soho House membership, a Nobu pop-up dinner, or a local Run Club, IRL experiences are no longer just activities—they’re status symbols. They’re about belonging to something exclusive, something that feels meaningful in a way digital content simply can’t match.
Via Jellycat.com
Jellycat
Jellycat, renowned for its whimsical stuffed animals, has effectively transformed shopping into immersive experiences through pop-up events in major cities. These events blend products with imaginative packaging, turning simple purchases into vivid, unforgettable moments. Attendees don’t just browse; they engage in tactile, joy-filled environments that encourage sharing their experiences online. For instance, a participant’s post about the Jellycat Diner garnered 1.9 million views, amplifying the event’s reach and attracting new participants
This user-generated content creates a cycle of FOMO (fear of missing out), as more people see the content and feel compelled to attend future events to avoid missing out. Such strategies have significantly boosted Jellycat’s brand presence, leading to increased social media mentions and enhanced brand affinity.
Through these pop-up events, Jellycat doesn’t just sell products; they offer delight, creating a sense of belonging among attendees and turning ordinary shopping into an emotional experience. This approach has been instrumental in building a sustainable digital community that fosters brand loyalty and keeps audiences engaged with the brand.
Via Comercio Limited
Nike’s Run Club
Nike’s Run Club (NRC) has reimagined fitness by fostering a sense of community among runners through both digital platforms and in-person events. In cities like New York, NRC organizes group runs multiple times a week from various Nike store locations, providing members with experienced coaches who offer guidance on pace, speed drills, and curated routes through the city.
These in-person sessions transform running from a solitary activity into a communal experience, allowing participants to connect with like-minded individuals, share their progress, and motivate each other. This sense of belonging extends beyond the physical activity, as runners become part of a supportive network that celebrates effort and camaraderie.
By integrating these real-world interactions with its digital ecosystem, Nike enhances brand loyalty and positions itself as more than just a sportswear company. Through NRC, individuals are not merely purchasing sneakers; they are investing in a lifestyle that values community, personal growth, and shared experiences.
Nostalgia and Exclusivity: Why They Work
At the heart of these IRL experiences are two emotional drivers: nostalgia and exclusivity.
Nostalgia is powerful because it reminds us of simpler, happier times. Airbnb tapped into this with its “Night At” series, offering guests a chance to stay in iconic, emotionally charged locations. These events weren’t just stays—they were stories, deeply personal and aligned with Airbnb’s ethos of “belonging anywhere.”
Via Market Watch
A notable example is the “Night At the Louvre” campaign, where winners enjoyed an overnight stay in the renowned museum. This initiative generated significant engagement, with the hero film achieving 5.9 million completions and 182,000 competition entries. Additionally, Airbnb gained 148,000 new sign-ups and secured 2,700 pieces of global news coverage across over 90 countries. The campaign’s success was further recognized with several awards, including the Grand Prix at The Drum Awards and the Ex Award for Best Press Stunt. (via Vendry)
These immersive experiences not only captivated participants but also resonated with a broader audience, enhancing brand affinity and amplifying Airbnb’s reach through extensive media coverage. By tapping into the emotional appeal of nostalgia, Airbnb effectively reinforced its brand identity and deepened connections with its community.
Why Brainrot Content Is Losing Its Shine
The appeal of brainrot content lies in its instant gratification. It’s funny, it’s chaotic, and it’s everywhere. But here’s the catch: it’s also disposable. Consumers may laugh at a surreal Nutter Butter meme, but that doesn’t mean they’ll think of Nutter Butter the next time they’re in the cookie aisle.
In-person experiences possess a unique ability to create lasting emotional connections that digital content often struggles to achieve. Consumers are increasingly seeking authentic interactions, with 72% expressing a preference for personalized messaging that acknowledges their individuality. Conversely, 71% report frustration when experiences feel impersonal, leading to disengagement. Brands that prioritize personalization can see a significant impact on their bottom line, with personalized calls to action resulting in a 202% increase in conversion rates compared to generic ones. In a landscape where consumer trust is hard to earn, these statistics underscore the importance of authenticity and personalization in fostering meaningful connections. (via DemandSage)
The Future of Marketing: Real Moments, Real Connections
So, where do we go from here? The brands that thrive in 2025 won’t be the ones with the loudest memes or the flashiest campaigns. They’ll be the ones that create experiences people can’t stop talking about—the ones that feel real, intentional, and human.
At Paragon Events, we believe in designing for the heart, not just the headline. From intimate gatherings to large-scale activations, our goal is simple: to create moments that matter. Because in a world oversaturated with content, the things that stand out are the ones that remind us of what it means to connect.
